Jordyn Woods has lived her whole life in the spotlight. From the flash of paparazzi cameras to her connection to some of Hollywood’s most famous families, she’s grown accustomed to the feeling of having eyes, curiosity, and the judgment of the public constantly turned her way. That judgment has sometimes been harsh and unkind as her influence and purpose have been scrutinized and questioned by those who think her Instagram feed provides the full picture of her vision and goals. That criticism is not lost on Woods, but it doesn’t deter her either. I see a lot of people say, ‘What does she even do?’ All she does is take pictures for Instagram.” But five days out of the week, I’m working,” the 22-year-old entrepreneur explained. “I don’t post my work on social media. I don’t have to.”
But while she keeps her work off her social platforms, she’s ready to pull back the curtain on the brand she’s begun to build for herself around the things she values most. The central pillar and her biggest endeavor yet is FRSTPLACE, a fitness platform that guides users through 12-week at-home or in-gym workouts. The platform includes videos and recommended rep and set schemes for each exercise and a nutrition guide to help users reach their fitness goals. FRSTPLACE was born out of Woods’ passion for working out, which she’s turned to as a way to take care of not just her body, but her mind as well.
“Working out is something that has helped me through everything. Through the grieving of my father, the scandals. It has been something that has helped me not only physically, but mentally and spiritually,” Woods said.
For Woods, exercise presented a way for her to prioritize her wellbeing and goals in the wake of unexpected losses, and she created FRSTPLACE to help others do the same.
“I thought, why not create an environment in a space where people can create a community to put their lives, their fitness, and themselves first. That’s why I called it FRSTPLACE, because it’s about making yourself your first priority.”Since the platform’s launch in November of 2019, Woods has been working closely with her mother, Elizabeth Woods, to develop her brand. She’s kept her team small on purpose, because she knows that having the right people in her corner will be essential to her success. She’s also learned that having a solid strategy in place is key, and she’s taking steps to ensure her career takes the shape she envisions.
“I’ve really just been free-floating and letting my path take me where it will, but you can’t continue to do that if you want to elevate. You have to be strategic with your career path and set a goal for yourself so you’re not wandering aimlessly,” Wood said.
Part of her career strategy includes her entrance into the world of acting. It’s a space she’s familiar with as she saw her father working as a television sound engineer on the set of popular shows like The Fresh Prince of Bel Air. Woods has begun to get her feet wet as an actress, landing a role in the well-received TV series Grown-ish, as well as parts in two small films. For Woods, these roles mark an important first step towards a bigger goal. A feature film is definitely on my goal list. I would love to be in a box office movie,” Woods said.
While she describes herself as ‘the most social anti-social person ever,’ Woods noted that networking has been essential to all her success thus far and recommends it as a critical activity for other entrepreneurs and professionals eager to build their careers.
“When I do decide to go to an event, I end up getting deals after the fact because I decided to go and introduce myself to someone. So, really, if you just put yourself out there, networking can be the biggest tool.”
But Woods is still very particular about the deals she accepts and the brands, organizations, and products she aligns herself with. Her position as an influencer is a key part of her brand, and she does not take the value of her influence lightly.
“Any project I work on is something I genuinely believe in, and I never actually post something or do anything unless it’s something I would personally do or use. I stay authentic, keep my integrity, and really just take the high road in everything,” she said. That authenticity includes embracing all the facets of her character and brand, including one that has stirred some controversy. While the summer of 2019 was dubbed a ‘Hot Girl Summer,’ a term popularized by rapper Megan Thee Stallion, and Woods, like many young women, embraced the concept, she feels that it highlighted a flaw in the way society pigeonholes women. Woods, an A student who enjoys creative pursuits like writing and directing, volunteers her time to community initiatives and public speaking in schools, and enjoys posting photos of herself and her friends on her social media, wants more people to recognize that women are dynamic in their success.
“You can be a ‘Hot Girl’ and be smart and intelligent and a leader. Being a hot girl is really about being whatever you want to be,” Woods declared.
Which leads to the question: What does Woods want to be? When asked about her goals for herself and her brand, Woods shared that her long-term vision includes becoming something of a ‘New Age Oprah’ and creating a platform to help inspire people. But ultimately, she’s found a new definition of success that defies any metric.
“When everything happened to me, I had a reality check of what really matters in my life. I learned that if you can find peace within yourself, you don’t need validation from anything or anyone. It’s really about being content with who you are when you go to sleep at night. That is true success to me.”